Think about the reputation you want to build for your business. Ask yourself: What do you want to be known for? Show
Brainstorm the big ideas that will get people talking about your business. These are your best public relations opportunities. Identify events or happenings at your business that could be newsworthy and ensure you:
To support your big ideas, draft the key messages that can be used as part of your PR material. Your key messages should be:
These messages should explain the who, what, where, when and why of your business, for example: "ABC Hardware is a family-owned business that has supported DIY enthusiasts in the Hills District with expert advice and quality tools since 1982." PR is important as it is the driving force in building trust. Reputation management, a key part of building trust for organizations, is a long-term process and not something that can be achieved with a one-off campaign program. It needs to be constantly reviewed and maintained in order to solidify credibility. A PR team will take care of building community relations in new, international and current markets. Through PR, it is possible to gain increased online brand visibility, as digital content lives longer than print media. Online articles can generate continuous exposure for the brand. It is also possible to get links from online sources, supporting the brand’s SEO performance. An experienced media relations approach is also important in increasing credibility and managing relationships with journalists. PR managers aim to get positive, quality coverage for their clients. Healthy media relations are important in PR, to assist in the process of getting valuable news to target audiences For startup businesses that may not have the funds to make an impact using advertising, PR can make all the difference on a tight budget. It can make a name for the brand in a cost-efficient way. PR can also support community building that allows for the target audience on social media to react and reply, thus going back and forth with engagement. Loyalty can be built as a result of the strong engagement methods that PR teams exercise. PR can also help to enhance the communication of thought leadership. This brings a human feature to the company. Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves. Unlike advertising, which tries to create favorable impressions through paid messages, public relations does not pay for attention and publicity. Instead, PR strives to earn a favorable image by drawing attention to newsworthy and attention-worthy activities of the organization and its customers. For this reason, PR is often referred to as “free advertising.” In fact, PR is not a costless form of promotion. It requires salaries to be paid to people who oversee and execute PR strategy. It also involves expenses associated with events, sponsorships and other PR-related activities. The Purpose of Public RelationsLike advertising, public relations seeks to promote organizations, products, services, and brands. But PR activities also play an important role in identifying and building relationships with influential individuals and groups responsible for shaping market perceptions in the industry or product category where an organization operates. Public relations efforts strive to do the following:
When to Use Public RelationsPublic relations offers an excellent toolset for generating attention whenever there is something newsworthy that marketers would like to share with customers, prospective customers, the local community, or other audiences. PR professionals maintain relationships with reporters and writers who routinely cover news about the company, product category, and industry, so they can alert media organizations when news happens. At times, PR actually creates activities that are newsworthy, such as establishing a scholarship program or hosting a science fair for local schools. PR is involved in publishing general information about an organization, such as an annual report, a newsletter, an article, a white paper providing deeper information about a topic of interest, or an informational press kit for the media. PR is also responsible for identifying and building relationships with influencers who help shape opinions in the marketplace about a company and its products. When an organization finds itself facing a public emergency or crisis of some sort, PR professionals play an important role strategizing and managing communications with various stakeholder groups, to help the organization respond in effective, appropriate ways and to minimize damage to its public image. To illustrate, PR techniques can help marketers turn the following types of events into opportunities for media attention, community relationship building, and improving the organization’s public image:
It is wise to develop a PR strategy around strengthening relationships with any group that is important in shaping or maintaining a positive public image for your organization: reporters and media organizations; industry and professional associations; bloggers; market or industry analysts; governmental regulatory bodies; customers and especially leaders of customer groups, and so forth. It is also wise to maintain regular, periodic communications with these groups to keep them informed about your organization and its activities. This helps build a foundation of familiarity and trust, so these relationships are established and resilient through the ups and downs of day-to-day business. The following video, about Tyson Foods’ “Meals That Matter” program, shows how one company cooked up an idea that is equal parts public relations and corporate social responsibility (CSR). The video covers the Tyson disaster-relief team delivering food to the residents of Moore, Oklahoma, shortly after tornados struck the area on May 20, 2013. The company received favorable publicity following the inauguration of the program in 2012. (You can read one of the articles here: “Tyson Foods Unveils Disaster Relief Mobile Feeding Unit.”) Standard Public Relations TechniquesPublic relations encompasses a variety of marketing tactics that all share a common focus: managing public perceptions. The most common PR tools are listed in the following table and discussed below. Media relations is the first thing that comes to mind when many people think of PR: public announcements about company news, talking to reporters, and articles about new developments at a company. But media relations is the tip of the iceberg. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. PR plays an important role in identifying and building relationships with these individuals. Offering periodic “company update” briefings, newsletters, or email updates helps keep these individuals informed about your organization, so you are top of mind. The people responsible for PR are also involved in developing and distributing general information about an organization. This information may be in the form of an annual report, a “state of the company” briefing call, video pieces about the company or its customers, and other publications that convey the company’s identity, vision, and goals. “Thought leadership” publications assert the company’s expertise and position of leading thought, practice, or innovation in the field. These publications should always be mindful of the same messaging employed for other marketing activities to ensure that everything seems consistent and well aligned. While some consider event marketing a marketing communication method of its own, others categorize it with public relations as we have done here. Events, such as industry conferences or user group meetings, offer opportunities to present the company’s value proposition, products, and services to current and prospective customers. Themed events, such as a community service day or a healthy lifestyle day, raise awareness about causes or issues with with the organization wants to be affiliated in the minds of its employees, customers, and other stakeholder groups. A well-designed and well-produced event also offers opportunities for an organization to provide memorable interaction and experiences with target audiences. An executive leader can offer a visionary speech to generate excitement about a company and the value it provides—now or in the future. Events can help cement brand loyalty by not only informing customers but also forging emotional connections and goodwill. Sponsorships go hand-in-hand with events, as organizations affiliate themselves with events and organizations by signing on to co-sponsor something available to the community. Sponsorships cover the gamut: charitable events, athletes, sports teams, stadiums, trade shows and conferences, contests, scholarships, lectures, concerts, and so forth. Marketers should select sponsorships carefully to make sure that they are affiliating with activities and causes that are well managed and strategically aligned with the public image they are trying to cultivate. Innovation Award, sponsored by IBM and the United Nations Development Program, being given to given to Kenya’s Information and Communication Technology Authority Award programs are another common PR tool. Organizations can participate in established award programs managed by trade groups and media, or they can create award programs that target their customer community. Awards provide opportunities for public recognition of great work by employees and customers. They can also help organizations identify great targets for case studies and public announcements to draw attention to how customers are benefitting from an organization’s products and services. Crisis management is an important PR toolset to have on hand whenever it may be needed. Few companies choose this as a promotional technique if other options are available. But when crises emerge, as inevitably they do, PR provides structure and discipline to help company leaders navigate the crisis with communications and actions that address the needs of all stakeholders. Messaging, communication, listening, and relationship building all come to the fore. When handled effectively, these incidents may help an organization emerge from the crisis stronger and more resilient than it was before. This is the power of good PR. Advantages and Disadvantages of Public RelationsBecause PR activity is earned rather than paid, it tends to carry more credibility and weight. For example, when a news story profiles a customer’s successful experience with a company and its products, people tend to view this type of article as less biased (and therefore more credible) than a paid advertisement. The news story comes from an objective reporter who feels the story is worth telling. Meanwhile an advertisement on a similar topic would be viewed with skepticism because it is a paid placement from a biased source: the ad sponsor. Advantages of Public Relations
Disadvantages of Public Relations
PR and Integrated Marketing CommunicationPublic relations activities can provide significantly greater benefits to organizations when they happen in conjunction with a broader IMC effort, rather than on their own. Because PR focuses heavily on communication with key stakeholder groups, it stands to reason that other marketing communication tools should be used in conjunction with public relations. For example:
Smart marketers consider PR tools in concert with other marketing activity to determine how to make the greatest impact with their efforts. Because PR activities often involve working with many other people inside and outside the organization, they usually need a long lead time in order to come together in the desired time frame. Event planning happens months (and sometimes years) in advance of the actual event itself. Press releases and public announcements can be mapped out over several months to give marketers and other stakeholders plenty of time to prepare and execute effectively. PR is undoubtedly a powerful toolset to amplify other marketing efforts. What are the essential elements of public relations?The Essential Elements of Successful Public Relations. Define the Situation: ... . Define your Objectives: ... . Define your Audience (Publics): ... . Define the Strategy of your Plan: ... . Define the Tactics of your Plan: ... . Define the Calender Timeline: ... . Define the Budget: ... . Define Evaluation of the Program:. What are the five 5 key elements of a PR plan?The best PR plans are thorough, containing a clear outline of objectives, key messages, audiences, tactics and metrics to serve as a roadmap for achieving a specific goal.
What are the 4 P's of public relations?Key Takeaways
The four Ps are the four essential factors involved in marketing a product or service to the public. The four Ps are product, price, place, and promotion.
What are the 3 core elements of PR?Through this process it's important to remember the three key elements to include in your PR outreach efforts: traditional, syndicated and owned. When you understand and implement these three tactics and the strengths of each, you can better use them strategically to distribute your message.
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